Phuket Eyes $17.3Billion Tourism Revenue as High Season Bookings Soar

*PHUKET — Thailand’s premier island destination is targeting 550 billion baht ($17.3 billion) in tourism revenue this year as accommodation bookings for the upcoming high season approach pre-pandemic levels, industry leaders announced Saturday.*

Published: 2026-03-14 16:23 UTC Event date: 2025-09-13

Phuket is aiming for a record 550 billion baht ($17.3 billion) in tourism revenue this year, with hotel and resort bookings for the upcoming high season nearing levels last seen before the COVID-19 pandemic, local industry leaders revealed on Saturday.

The ambitious target comes as travel demand rebounds sharply from key international markets, fueling optimism among Phuket’s hospitality sector. Hoteliers report that advance reservations for the November to March high season are filling up rapidly, with occupancy rates already surpassing 80% at many popular beachfront properties. This surge in bookings is expected to benefit not only large resorts but also smaller guesthouses, restaurants, tour operators, and other businesses that rely on the influx of visitors.

Tourism remains the backbone of Phuket’s economy, supporting hundreds of thousands of jobs for local residents. The anticipated revenue boost is seen as vital for the island’s post-pandemic recovery, following years of economic hardship and business closures during global travel restrictions. Local officials note that the increased tourist arrivals will also generate substantial tax revenue and support community development projects.

Phuket has taken several steps to attract international visitors, including expanding direct flight connections, easing entry requirements, and promoting cultural and eco-tourism experiences. The Tourism Authority of Thailand has also launched targeted campaigns in China, Russia, Australia, and Europe, aiming to diversify the island’s visitor base and lengthen average stays.

Tourists returning to Phuket will find new attractions, upgraded infrastructure, and enhanced health and safety standards. Many hotels have invested in renovations and digital booking systems, responding to evolving traveler preferences and a growing demand for sustainable tourism options. Local business associations emphasize the importance of balancing economic growth with environmental protection, particularly as the island copes with issues such as waste management and marine conservation.

As the high season approaches, local authorities are preparing for the influx by ramping up public transport options, increasing police patrols in tourist hotspots, and coordinating with the private sector to ensure a smooth visitor experience. The Phuket International Airport has also expanded capacity to handle more incoming flights and streamline arrivals.

With the tourism industry on track to reach or even exceed pre-pandemic performance, stakeholders are watching closely to see if Phuket can sustain this momentum throughout the year. Officials say continuous monitoring and adaptive management will be key to maximizing the benefits for both residents and visitors while maintaining the island’s unique appeal.

Source: https://www.khaosodenglish.com/tourism/2025/09/13/phuket-eyes-17-3billion-tourism-revenue-as-high-season-bookings-soar/